Passion Made Possible tagline faces online scrutiny

Singapore

JUST days after its unveiling, the tagline "Passion Made Possible", part of Singapore's latest branding exercise, has drawn derision, with netizens saying it was cribbed from the title of a self-help book published two years ago.

The first joint branding effort by the Singapore Tourism Board (STB) and Economic Development Board (EDB), the branding campaign aimed at both tourists and businesses features Singapore personalities telling their stories about chasing their passion and showing Singapore as a place where this can be done.